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Yael Aflalo

Founder & CEO



Founder & CEO






Lifestyle & Culture





What makes Yael Aflalo a Global Shaker? 

When former model Yael Aflalo was on a business trip in China while collaborating with Urban Outfitters, she got depressed by the “hard to understand” levels of pollution caused by the fashion industry.

Compelled to find a solution and struck by the fact that a sustainable brand that appealed to fashionistas didn’t really exist, Aflalo set up Reformation in 2009.

There is a reason that Reformation has become the most prolific name in sustainable fashion. Actually, there are many reasons, perhaps too many to mention.

While still being a fast-fashion brand, reformation takes what works from the fast-fashion model while injecting sustainability in all areas.

The brand has been carbon neutral since 2015, it sources locally wherever possible, uses eco-friendly packaging, screens its suppliers, and invests in green building infrastructure to minimize waste, water and energy footprints. It also works with the Ellen MacArthur Foundation to focus on circularity in its denim production.

In the brands’ earliest years, it used exclusively deadstock material — the industry term for discarded or leftover fabrics.

Reformation’s lines are produced in low quantities meaning they always sell out. This is one of the main ways the company is disrupting the fast-fashion model. Brands such as H&M and Zara churn out an unthinkable amount of the same items which results in billions of pounds in excess stock — wasteful in every way possible.

Aflalo says, “it’s funny, our biggest customer complaint is that we run out of sizes. I think, yeah, but that’s nice, too. You have something more special.”

Reformation’s current goal is to recycle 100,000 garments in 2019.

Tags: fashion, sustainability, sustainable, sustainable fashion

Last updated: October 23, 2019